But while these technologies were named as priorities, so were emerging ones, including artificial intelligence (AI) and marketing automation.
Over a quarter of respondents in the transportation (27%) and hospitality (26%) sectors were interested in marketing automation. And when it came to AI and machine learning, OTAs had the highest interest: Nearly one in five said the technology would be a priority within the next year.
Similarly, OTAs had the highest interest in conversational commerce, including chatbots and virtual agents. Other sectors also showed interest, but to a lesser degree.
By and large, marketers have been turning to a range of technologies to gauge the effectiveness of their efforts, from data management platforms (DMPs) to marketing automation.
And many marketers from both business-to-business (B2B) and business-to-consumer (B2C) companies are using similar technologies to measure their efforts, according to a separate study from Salesforce.
For example, half of B2B advertisers surveyed said they used a marketing attribution platform to measure digital ad effectiveness, and almost as many (48%) of B2C advertisers said the same.